All communications are in a context.
The music I listen to in the cafe.
The no natural light supermarket
Whether i’m passively watching television or watching a movie.
It’s all within a context and that context influences your message.
The fact that this is delivered via my blog vs the local paper influences the content and the received message.
Now imagine your customer, where they will engage, what is the context, now build that into your message.
I was after parking on Sunday in the city.
Upon entry I was presented with:
Then as we turned to go up a floor,
On the wall there was also:
And so then with a smile on my face, I went off on my business.
Returning an hour or so later, I noticed this on the lift doors:
This is so well executed, once one person in the car had seen it, everyone else checked out the next one.
Finally upon exit there was another one on the barrier arm.
Great concept, it was interesting enough to make me smile and tell others.
Now that its been done once though, it’s become disposable….ย
(but still neat huh?)
How can you take what worked here for your own campaign? can you make that into a business? maybe.
What made this work?
First sit down and have a think.
What is a passive user to me?
and then
What is an active user?
Ok.
Now what does a passive user have to do (actions) to become an active user.
Now what barriers are there in that process? Remove all barriers. Make it easy.
Done.
Now, what action am i stimulating?
Make the engaged user emotive enough to begin the process.
Communicating is the best skill we have. The ability to spread a story via a delivery mechanism.
Visual or Audible.
Visual through body language, dress, colours, text.
Audible through speech, podcasts.
Question I get asked very often is, i want to approach x company/person to talk about x.
Quite often I backtrack and go.
What is the objective? what is the next part of the story, how should the story end?
Now what do i need to do to go down that path?
Then do it.
Having had some photos taken for upcoming projects, one of the ‘poses’ I had to do was face one direction, but look at the camera.
It’s like doing something but twisting it so its not quite natural.
It’s like a book for those who don’t read
Or an mp3 player for those who aren’t tech savvy
Or a internet radio station for those who don’t listen to the radio
What product can you take out of its normal context and realign it?
Chances are you can blow open that space and own it.
Visit a Star Bucks in Auckland and you will get some insight.
And you get American Christmas Carols, a warm atmosphere and range of special christmas coffees.
It’s like you’ve stepped into a different world.
New Zealand isn’t the states, it’s not cold here, it’s coming into summer.
How about some local kiwi drinks? with a kiwi feel?
Star Bucks ignorance to adapt to the local market speaks loudly….
Even McDonalds has realised that Kiwi’s appreciate the effort. I suspect its the same in other countries, have you been to Star Bucks overseas, what did you think?